Pure Michigan kicks off winter campaign

What happens: Pure Michigan – the official advertising arm of Travel Michigan – is kicking off its 2022-2023 winter tourism advertising campaign, showcasing many parts of the Upper Peninsula and Northern Michigan as winter vacation destinations. The campaign includes two new commercials, which focus on the love of winter and winter-based motorsports.

Dates and costs: Travel Michigan is hoping for a strong winter tourist season with numbers similar to the past two winters. The campaign is budgeted for $2.3 million, with $446,000 coming from contributions from industry partners. According to TravelUSA, the 2021 campaign generated $2.9 billion statewide for the winter months.

Sustaining winter tourism would benefit small businesses in the region. Local tourist offices and chambers of commerce in UP estimate that summer tourism has seen a slight decline this year, with numbers lower than in 2020 and 2021 but higher than pre-pandemic numbers in 2017-2019.

What are they saying: “Michigan is proud to be known for being the ideal four-season travel destination,” said Dave Lorenz, vice president of Travel Michigan, part of the Michigan Economic Development Corporation. “Outdoor enthusiasts and families alike are preparing and planning for a real Michigan winter. Whether your pursuits are skiing, snowmobiling, visiting vibrant downtowns, ice fishing, ice climbing or more, our message is clear: Michigan is your winter playground.”

Feeling the holiday spirit: The ad campaign will return to national media and streaming television with pushes on Hallmark and Hallmark Movies and Mysteries. The network has its highest viewership in November and December for its various holiday movies.

The campaign will also hit major cities like Chicago, Green Bay and Minneapolis. These towns have large populations of former Upper Peninsula residents, reminding them that they too can return home like many of the characters in the Hallmark holiday movies.

Hitting the Trails The winter tourism campaign will highlight the state’s extensive network of trails used for cross-country skiing, snowmobiling and snowshoeing in addition to alpine ski resorts.

“We are very excited about this year’s Pure Michigan partnership opportunity. It gives us the award-winning platform to showcase the great skiing available in Michigan, from the western Upper Peninsula to southeast Michigan,” says Mickey MacWilliams, executive director of the Michigan Snowsports Industry Association. “The campaign launches just in time as the weather changes and travelers look for new snow sports opportunities.”

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